How to Write Content for Email Marketing

How to Write Content for Email Marketing

by | Oct 12, 2021 | How to Write

How do you write content for email marketing campaigns that people will actually read?

This is majorly important. Maybe more than you’d think.


Email marketing can change the game for your business if you do it right.

Think invested and engaged subscribers. More conversions. More sales. More trust. It’s all possible with good email. (That explains why email earns a GIANT return on investment. For every $1 spent on email marketing, expect to earn about $55 back.)

Not to mention, it’s one of the most popular types of marketing out there. It’s not only effective — it’s also an easy, accessible, personal way to stay connected to your growing audience.

So, I’d say learning how to write content for email is really, really important, especially if you’re on a tight budget. Wouldn’t you?

Hence: this guide. Keep reading for 10 tips to improve your email content game.

how to write content for email marketing

Email Marketing by the Numbers

Email as a technology is nearly 60 years old (!), but it’s still most consumers’ favorite way to get information online:

  • The average open rate for emails across industries is 22.86%.
  • 45% of email subscribers say they open emails based on who they’re from. 33% say they open emails based on the subject line.
  • The most popular email clients are Apple iPhone (with 34.2% of market share) followed by Gmail (30.7% market share).
  • During the 2020 pandemic, the most popular way to read email was on a computer.
  • Using call-to-action buttons in your emails versus just text links may increase click-throughs by as much as 28%.

How to Write Content for Email Marketing: 10 Timely Tips

Email marketing is different than social media. It’s more personal, more targeted, and, as a result, higher-stakes. With this in mind, consider these practical tips for how to write content for email marketing.

1. Write a Good Subject Line

The subject line is the gatekeeper in the world of email marketing. Write a good one and you’ll see a satisfying open rate. Write a poor one and you’ll suffer the sound of crickets in the background of your campaign.

While there are dozens of great ways to write a compelling subject line, the best ones all have a few things in common: They revolve around grabbing a reader’s interest and keeping it. With this in mind, follow all of the standard rules that come with writing any great email subject line: include action words; address the reader directly; make it unique, succinct, and short; and differentiate it from anything else they’ll see that day.

For an example of an email subject line done right, check out this example from Mark Manson:

how to write content for email marketing

2. Personalize Your Emails

Personalized email copy performs better than general email copy. With this in mind, input your customer’s name into your email subject lines and be sure to target the body of your email so that it speaks directly to your audience and nobody else’s.

While it can be easy to worry that your emails will be lost in the fray, the only way to ensure that they won’t be overlooked is to personalize them fully and differentiate them from anything else out there.

3. Make Your Emails Clear First, Catchy Second

Catchy emails are great, but only if they’re also clear enough to make your audience want to click on them. With this in mind, focus on making your emails clear and descriptive first, catchy second.

This ensure that your audience will understand the purpose of your emails, and that you won’t be going out of your way to develop email campaigns that don’t draw real results.

What’s more, emails that are clear boost your authority as a company, since they promise only what they can deliver, and help readers develop realistic their expectations.

4. Ensure Your Subject Line Relates to Your Copy

Even if your subject line is clear and catchy, it’s all for naught if it doesn’t also align with your body copy. Keep in mind that delivering what you promise is critical in the world of email, and only people who can truly do this succeed in the long run.

With this in mind, keep your subject text in-line with your body copy. In addition to providing better value for readers, this will also go a long way toward enhancing your reputation as a company and making sure that customers want to click your material in the days to come.

Need some inspiration for writing email subject lines? Check out our free resource: 20 Proven Email Subject Lines for Your Email Marketing.

5. Keep It Relevant

Relevance is critical for a good email, so be sure to tie the content of your email in with something that will ground it as relevant and in-demand. Current events work well, as does some personal detail about the audience. By showcasing your relevance, you stand a better chance of grabbing the reader’s attention and keeping it.

6. Write Emails in the Second Person

Second person is the best voice for email because it’s personal and unique. When you reach out and speak directly to your customers, it’s easier for them to relate to the voice and content of your email.

This, in turn, also makes it easier for them to connect with your emails and enhances the likelihood that they’ll open your emails in the future – which is a good thing for everyone involved.

7. Showcase Benefits Over Features

If you’re making an offer via email, be sure to showcase the benefits of said offer rather than the features. In addition to being more valuable for readers, this also helps present a realistic picture of your product, which goes a long way toward helping people understand what to expect from it.

While most people focus on the features in an attempt to sell a product, focusing on the benefits can go much further toward helping the reader understand what’s unique and special about the product.

8. Keep It Short but Sweet

Email marketing is not the place to get long-winded and verbose. Instead, keep your emails as short and to-the-point as possible. This enhances the likelihood that you’ll keep your audience’s interest and also serves to keep you on track and on topic throughout the duration of your email campaign.

9. Let Your Personality Shine Through

Your personality should show through in the emails you write, and it will benefit your company and your personal brand if you follow this tip. While you always want to be professional, allowing your personality to shine through your email copy is an effective way to differentiate yourself from the crowd.

10. Don’t Spam

Spamming your readers is the cardinal sin of email marketing. With this in mind, only send out posts when you have things to say, and don’t ever, ever send out an email just to send out an email. Customers are quick to unsubscribe, and you could be landing yourself in hot water as a result.

Email Marketing: The Connection Platform of the Future

If you’ve been looking for a way to connect on a detailed, personal level with your audience, email marketing may be it.

By learning how to write content for email marketing, you’re on your way to seriously improving your content campaigns and building brand engagement.

Need help creating email copy? We’ve got expert marketing writers who can write your emails to perfection! Check out our email copy services in the Content Shop.